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Company Overview In developed countries, car rental companies such as Enterprise, Hertz, or Avis are everywhere, but which company is number one in this industry? Certainly, the answer is Enterprise. “Enterprise Rent-A-Car (Enterprise) is a privately held car rental company. It is engaged in vehicle leasing, fleet management services and sale of used cars. The company operates in the US and Canada. It is headquartered in St. Louis, Missouri and employs 65,000 people. The company recorded revenues of $10,100 million during the financial year ended July 2008” (Datamonitor. 2009). Customers First Nowadays, customer service is one important part of a company because good services can increase customer loyalty and attract new customers that lead to make a company be more profitable. In Car Rental Services Review, it shows a survey about customer satisfaction of top nine car rental companies in four aspects: ease of use, types of rentals, features, and help & supports. The result is customers think Enterprise’ service is the best (Car Rental Services Review. n. d.). According to the website of Enterprise, there is an ESQi survey system in Enterprise. This system it is managed by a dedicated group. The system provide information that lets the company know its strengths and weaknesses， and then makes the company adopt its good points and avoid its shortcomings(Enterprise. n. d.). “Place” is one of elements of market mix they focused before. Enterprise Rent-a-Car is not only at airports, and it is everywhere. Therefore, “place” was the major element they focused. According to the website Enterprise, about 40 years ago, they got the first customer who was their neighborhood and built the business model. Today, there are greater than 6,500 offices were located in the Americas and Europe (Enterprise. n. d.). However, Enterprise has changed the focus to “service”. Its slogan is “ We’ll pick you up”. That means customer value and satisfaction are